​Tessa Lee, Sports journalist reporting on global leagues since 2021.​

South Australia has secured the hosting rights for AFL Gather Round until 2029 after reaching a new agreement with the AFL that extends the event for a further three years. The extension guarantees one of Australian sport's most successful marquee events will remain in the state while introducing new initiatives designed to increase tourism, visitor spending and economic impact. The announcement is significant for South Australia, which has used Gather Round to showcase its tourism attractions, hospitality sector and regional destinations to a national audience.

Since its introduction, Gather Round has become one of the AFL's most popular annual events.

The concept sees all 18 AFL clubs play matches across South Australia during a single round, attracting thousands of interstate visitors and generating substantial economic benefits for local businesses.

The latest agreement ensures the event will continue to be staged in South Australia through to at least 2029.

New Features Added to Boost Tourism

As part of the extension, several changes will be introduced to encourage visitors to stay longer in the state.

A free Friday night player parade will become a central feature of the event, taking place in Adelaide's CBD and bringing together players, fans and clubs ahead of the weekend's matches.

The South Australian Government will also provide free public transport to support the parade and improve accessibility for visitors.

In addition, the agreement guarantees a marquee Friday night fixture designed to maximise attendance and television audiences.

Officials believe these changes will strengthen Gather Round's appeal and deliver greater tourism returns.

AFL Praises Gather Round Success

AFL chief executive Andrew Dillon highlighted the unique position Gather Round now occupies within Australian sport.

“Gather Round has captured the imagination of footy fans and delivered an event like nothing else in Australian sport,” Dillon said.

The event has quickly established itself as a major attraction on the football calendar, drawing supporters from across the country and creating a festival atmosphere throughout South Australia.

Its popularity has made it one of the AFL's most valuable commercial and promotional assets.

Economic Impact Drives Extension

South Australian Premier Peter Malinauskas said the benefits of Gather Round extend well beyond football.

“Gather Round is about much more than football. It brings people together, showcases our restaurants and wine regions on a national stage and pours tens of millions of dollars into our economy every year,” Malinauskas said.

“Gather Round belongs in South Australia.”

The Premier described the three year extension as the ideal timeframe to maintain momentum while encouraging innovation from all stakeholders involved in delivering the event.

The state government views Gather Round as a key tourism driver that supports accommodation providers, restaurants, transport operators and regional businesses.

Negotiations Included Player Participation

South Australian Tourism Commission Chair David Koch revealed that negotiations surrounding player involvement contributed to the timing of the agreement.

Koch explained discussions with the AFL Players Association were required to secure player participation in the planned parade.

“There’s a lot of negotiations with the players’ association and things like that to get them there early,” Koch said.

He also credited Premier Malinauskas for helping finalise the deal.

The parade is expected to become a major attraction and provide an additional reason for interstate visitors to arrive earlier and extend their stay.

Focus on Interstate Visitors

One of the key objectives behind the revised format is increasing the average length of stay for visitors travelling from interstate.

Gather Round often falls close to school holiday periods in Victoria, South Australia and New South Wales, creating opportunities to attract family travel.

Koch said extending visitor stays would deliver greater economic benefits to the state.

The government hopes fans attending matches will also explore tourism destinations including Adelaide's food scene, wine regions and coastal attractions.

Future Venue Expansion Remains Possible

Regional councils continue to lobby for additional matches to be played outside Adelaide.

Among the proposals is the possibility of bringing games to the McLaren Vale region, which is internationally recognised for its wine industry.

However, Malinauskas stressed that any future expansion would be assessed against strict performance criteria.

“We keep our options open for alternative venues, but make no mistake, we are going to be rather stringent as a government in our requirements about it meeting certain metrics,” he said.

The Premier indicated future decisions would focus heavily on tourism value and national exposure for South Australia.

AFLW Integration Not Yet Planned

There have also been calls from some sections of the football community to incorporate AFLW fixtures into Gather Round programming.

At this stage, however, the AFL appears focused on continuing to develop the existing men's competition format and broader football related activities.

The league believes there is still significant growth potential within the current structure.

With hosting rights now secured through 2029, attention will turn to enhancing the fan experience and building on the event's strong economic performance.

The extension represents a major strategic victory for South Australia and reinforces Gather Round's position as one of the AFL's premier events.